Chair of Digital Marketing

Guest lecture on "Behavioural Pricing"

Does anyone ever buy the ridiculously expensive suitcase set from Louis Vuitton shops? Rarely, but handbags look cheaper next to it. Would consumers prefer an online shop that charges shipping fees if it is cheaper than a more expensive shop without shipping fees? No, they pay more if shipping costs can be avoided.

With such illustrative examples and surprising insights, Dr. Fabian Schulz from Simon Kucher & Partners explained during his guest talk as part of the lecture "Foundations of Marketing" on 27/03/2018 the psychology of pricing for irrational consumers like us.

On behalf of our team and our students, the Chair of Digital Marketing would again like to express their appreciation to Dr. Fabian Schulz for this excellent presentation and exciting insights from Simon Kucher & Partners!